Lead Enrichment Workflow

Automatically enrich leads with company and contact data

What you’ll build

A workflow that takes new leads and enriches them with company information, AI-generated insights, and scoring — all automatically saved to your CRM.

Time to build: 20 minutes

Nodes used: HubSpot, Web Scraper, LLM, HubSpot Update

The problem

Raw leads lack context for effective outreach:

• Only have email and name
• Don’t know company size, industry, or role
• Can’t prioritize leads effectively
• Sales team wastes time on research

This workflow enriches every lead automatically.

Workflow overview

graph LR
    A[New Lead] --> B[Extract Domain]
    B --> C[Web Scraper]
    C --> D[LLM Analysis]
    D --> E[HubSpot Update]

Step-by-step guide

Step 1: Set up the trigger

This workflow can be triggered by:

• Manual: Run with a list of leads
• Webhook: Trigger on new CRM entry
• Scheduled: Process new leads daily

For this guide, we’ll use a Google Sheet of new leads.

Step 2: Create the workflow

1. Click New Workflow
2. Name it “Lead Enrichment”

Step 3: Fetch new leads

Step 4: Loop and extract company domain

Extract the company website from this email: {{Loop_0.currentItem.email}}

Rules:
- If email is john@acme.com, website is https://acme.com
- If it's a personal email (gmail, yahoo, etc.), return "personal"

Return only the URL or "personal".

Step 5: Scrape company website

Step 6: Analyze and enrich with AI

Analyze this company and enrich the lead profile.

Lead:
- Name: {{name}}
- Email: {{email}}

Company Website Content:
{{content}}

Extract and analyze:
1. Company Name
2. Industry
3. Company Size (estimate from website)
4. Main Products/Services
5. Recent News or Updates
6. Potential Pain Points (based on their industry)
7. Personalization Hooks (specific things to mention in outreach)
8. Lead Score (1-100) based on fit with B2B SaaS companies

Output as JSON:
{
  "company_name": "",
  "industry": "",
  "estimated_size": "",
  "products": "",
  "recent_news": "",
  "pain_points": [],
  "personalization_hooks": [],
  "lead_score": 0,
  "score_reasoning": ""
}

Step 7: Update CRM

{
  "industry": "{{industry}}",
  "numberofemployees": "{{estimated_size}}",
  "description": "{{products}}",
  "lead_score": "{{lead_score}}",
  "personalization_notes": "{{personalization_hooks}}"
}

Sample output

Before enrichment

After enrichment

Advanced options

Add LinkedIn enrichment

Enhance with LinkedIn data:

graph LR
    A[Lead] --> B[Company Website]
    A --> C[LinkedIn Search]
    B --> D[Merge Data]
    C --> D
    D --> E[AI Analysis]

Trigger from CRM webhook

Process leads in real-time:

1. Set up HubSpot webhook on new contact
2. Workflow triggers automatically
3. Lead enriched within seconds of form submission

Route high-value leads

Add automatic routing based on score:

Conditional:
  If lead_score >= 80
    → Notify sales team immediately
    → Create task in CRM
  Else if lead_score >= 50
    → Add to nurture sequence
  Else
    → Mark as low priority

Enrich existing database

Run a batch enrichment on your current CRM:

1. Export all contacts without enrichment
2. Process in batches (100 at a time)
3. Update CRM with enriched data
4. Flag contacts that need review

Data sources for enrichment

Best practices

Handle edge cases

• Personal emails: Skip or flag for manual review
• New companies: Less data available, lower confidence
• International: Adjust for non-English websites

Verify critical data

AI extraction isn’t perfect. For high-value leads:

Conditional:
  If lead_score >= 90 AND estimated_value >= $10,000
    → Flag for human verification

Keep data fresh

Re-enrich periodically:

• Active opportunities: Weekly
• Pipeline: Monthly
• All contacts: Quarterly

Respect rate limits

When enriching large lists:

• Add delays between API calls
• Process in batches
• Run during off-peak hours

Results you can expect

Next steps